Kim Kardashian Announces 'Brand New Name' For KKW Fragrance

Kim Kardashian is changing the name of her fragrance brand, KKW Fragrance.

After being declared legally single last month by a judge in her ongoing divorce with Kanye West, the reality-star-turned-entrepenuer is making some big changes in her business, which was first named after the initials of her married name, Kim Kardashian West.

However, on Friday, April 1, the Keeping Up With the Kardashians alum, 41, announced that KKW Fragrance will be "shutting down" completely at midnight on May 1, "so that we can relaunch fragrance in the future under a brand new name—under a new web store where you can purchase from all beauty categories under one site."

"Fragrance as many of you know is deeply personal for me," she wrote in her Instagram post on Friday. "I put my heart and soul into every bottle, and I'm so incredibly proud of every KKW Fragrance product and collaboration that we have launched since Crystal Gardenia in 2017."

"Thank you from the bottom of my heart for your loyalty and love these last few years. I cannot wait to introduce you to the next chapter of my fragrance journey — I promise I won't be gone for too long," she continued.

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"In the meantime, enjoy 40% off sitewide until supplies last," the SKIMS founder added. "With Love Always, Kim."

Kardashian has yet to announce the new name of the brand, but fans likely aren't surprised that she decided to drop the KWW name following her divorce from West, which has recently taken a turn for the worst.

The estranged spouses — who share kids: North, 8, Saint, 6, Chicago, 4 and Psalm, 2 — have been dealing with the fallout of their split in a very public way since the "Eazy" rapper started airing out their dirty laundry via Instagram in recent months.

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As OK! reported, the Yeezy designer has been calling out the mother of his children online for allegedly keeping him from his kids — and even accused her of "kidnapping" one of their daughters.

After admitting that his posts came off as "harassing" Kardashian, West continued to take aim at the TV personality and her new flame, Pete Davidson, until he was eventually suspended from Instagram for breaking the platform's bullying and harassment policies.